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Tag implementation and management is a major headache for 99% of digital marketers, and 36% have experienced problems with webpages or entire websites, thanks to tagging issues.
This is the finding of a report by TagMan, and the consequences for firms include a loss of sales, traffic and campaign performance data.
Problems with implementing tags
According to the report, companies spend an average of $10m per year on technologies and services that rely on site tags, but 86% of respondents to the survey have had tags implemented incorrectly on the sites they manage.
Three-quarters had experienced delays in tagging due to site development cycles, while more than half had seen tags implemented on the wrong pages, collecting the wrong data, or causing pages to load slowly. 36% said tags had broken the website or pages from it.
Reasons for tagging
37% of company respondents and 51% of agencies have implemented more than 20 tags on the sites they manage in the last year, which reflects the growing use of tagging by marketers.
The most common reason for adding tracking tags was for web analytics (79%), paid search (66%), serving display ads (58%) and display retargeting (56%).
Costs of tagging problems
For e-commerce sites, broken webpages or entire sites are a serious issue, and this had led to a loss of sales for 28% of respondents, and a loss of traffic for 31%, while the impact on customers' confidence in the site cannot be measured so easily.
65% had lost campaign performance data, and 63% had been forced to delay the launch of a new campaign, and there is also the cost in wasted time and effort of issuing, testing and re-issuing tags.
The full report is available on the Tagman website.